Digital Out-of-Home Advertising - Germany

Ad spending in the Digital Out-of-Home Advertising market in Germany is forecasted to reach US$638.40m in 2024.
The expected annual growth rate (CAGR 2024-2030) of ad spending is 13.00%, leading to a projected market volume of US$1.33bn by 2030.
With a projected market volume of US$4.37bn in 2024, most ad spending will be generated in Germany.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to amount to US$7.67 in 2024.
Germany's Digital Out-of-Home Advertising market is experiencing a surge in programmatic buying, revolutionizing targeted ad placements in urban centers.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Germany is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Germany are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. Digital screens capture attention more effectively than traditional static billboards, allowing advertisers to create more impactful and memorable campaigns. Additionally, the ability to target specific audiences with tailored content is highly appealing to advertisers looking to maximize the effectiveness of their campaigns.

Trends in the market: One major trend in the Digital Out-of-Home Advertising market in Germany is the integration of data-driven technologies. Advertisers are leveraging big data and analytics to gain insights into consumer behavior and preferences, enabling them to deliver more personalized and relevant content. This trend is driven by advancements in technology and the increasing availability of data, allowing advertisers to optimize their campaigns and achieve higher ROI. Another trend in the market is the adoption of programmatic advertising. Programmatic advertising allows for real-time bidding and automated campaign management, enabling advertisers to efficiently reach their target audience at scale. This trend is driven by the desire for more efficient and cost-effective advertising solutions, as well as the increasing availability of programmatic platforms in the market.

Local special circumstances: Germany has a strong economy and a high level of digital infrastructure, making it an attractive market for digital out-of-home advertising. The country has a large population of tech-savvy consumers who are receptive to digital advertising. Additionally, Germany has strict regulations regarding traditional outdoor advertising, such as billboards, which has led to a shift towards digital alternatives.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Germany is also influenced by underlying macroeconomic factors. The country's stable economy and high consumer spending power create a favorable environment for advertising investment. Furthermore, the increasing urbanization and population density in major cities like Berlin and Munich provide ample opportunities for digital out-of-home advertising to reach a large audience. In conclusion, the Digital Out-of-Home Advertising market in Germany is experiencing growth and development driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly leveraging digital technologies and data-driven insights to create more impactful and personalized campaigns. The adoption of programmatic advertising and the country's strong economy further contribute to the growth of the market. Overall, the future looks promising for the Digital Out-of-Home Advertising market in Germany as it continues to evolve and innovate in response to changing market dynamics.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.